Creative Studio: The Collective
Creative direction: Frederic Bussiere
"Game On by Adidas" is one-month hybrid activation concept, targeting kids and teenagers and based on multiple activities to empower themselves through sports.
Inspired by “Ready Player One” movie and “Tron” cinematic world, online and real-life activities are fully tied up. Players own avatar, meet and create team online via the Hall (like in the “Oasis”), join real-life and online games, win points, power-ups and physical redeems. Real-life games (Running, Football, Basketball and Training) are digitally connected and the experience is seamless between real-life and online.